| Around 1600 BC,Shang Dynasty destroyed the Xia Dynasty and established its capital in Bo,which is the ruins of the Shang Dynasty capital of today’s Zhengzhou.Zhengzhou is located in "heaven and earth",near the Yellow River to the north and Songshan Mountain to the west,and is an important birthplace of Chinese civilization.More than 3,600 years of uninterrupted historical inheritance has endowed the culture of the Shang capital with thick and brilliant,making it one of the representatives of traditional Chinese culture.Promoting the external communication of Shang capital culture helps to enhance the "soft power" of Chinese culture and enhance the influence of Chinese culture in the world.From the perspective of cross-cultural communication,this paper takes H5 series of works " The Mighty city of Shang Millennium inheritance " as an example to explore the external communication path and strategy of Chinese traditional culture with the rise of new media such as H5.First,this paper analyzes the historical image and historical inheritance of the Shang capital culture.It shows the long history of the Shang capital culture,the image of the capital with a grand scale and complete layout,and the social life at that time,showing that it is an important cornerstone of the Chinese civilization of more than 5,000 years.Through the above analysis,the advantages and problems in the process of external communication of the Shang capital culture are discussed.The advantages are reflected in the far-reaching influence of the Shang capital culture on the history of civilization at home and abroad,the huge historical and cultural value,and its buildings,cultural relics and so on have the visual beauty of common meaning space.The disadvantages are reflected in the difficulty of text translation,heavy cultural discount,lack of complete cross-communication industrial structure,and lack of cross-cultural international popularity and influence.Combined with the H5 series of works " The Mighty city of Shang Millennium inheritance ",this paper studies the advantages of external communication of Shang capital culture enabled by H5 technology,including strong system compatibility,low development and maintenance cost,multiple interactions to enhance user experience and so on.Finally,according to Lasswell’s "5W" theory,this paper puts forward optimization strategies for enhancing the external communication ability of Shang capital culture from the perspective of cross-cultural communication: in terms of content,reduce cultural discounts and seek common meaning space;In terms of form,it constructs a soft discourse system and excavates the core of Shang capital culture.In terms of channels,promote the construction of communication matrix and create cultural IP;In terms of audience,we should target audience groups and strengthen the precision of delivery.This paper adds a new media perspective to the research on the cross-cultural communication of the Shang capital culture,enriches the communication forms of the Shang capital culture going abroad,and provides theoretical and practical reference for the research on the cross-cultural creative communication of the Shang capital culture,and displays the design practice of H5’s work " The Mighty city of Shang Millennium inheritance ". |
